A new motto for copywriters is: “Write fast, edit slow. "
It seems to work well for me and other people I know. Write the first draft as quickly as possible. Then take your time during the editing process.
Of course, at some point you have to stop editing and turn in the finished product to your client.
Two additional observations: I do my best writing when I'm writing fast. I don't think a whole lot. I just write the words down as they come to me. It's a bit like being a medium for a higher consciousness. I'm just the recorder.
The editing process, while not exactly my favorite, can really strengthen a letter. Sometimes it may be as simple as fixing some phrases or tweaking some words here and there. Other times it may be moving a section of the letter to a place where it fits better. Etc.
So how does this process work exactly?
First, you must know what you're writing about, or do a lot of research beforehand. There's no way you'll be able to sit down and write quickly about something you know nothing about.
After you've crammed your brain with information and given it some time to process, then it's time to write. With practice, you'll find that your subconscious mind does all the “heavy lifting" for you. All you need to do is let the words spill onto the page. (Typing or hand-writing, it works both ways. )
Finally, the editing process is where you get critical. It's important to remember that the creative and critical parts of your mind operate very differently. They don't work well if you use them both at the same time. Have you ever tried to edit while you write? It's a perfect recipe for so-called “writer's block. "
That's why you should turn on your critical mind only after you're done writing. Then hack away to your heart's content. Cut, tweak, and rewrite. Polish your copy until it shines.
This process can be defined in three easy words: Research, write, edit. Of course, you should write fast and edit slow. It's simple, but it works.
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